Sony showcases its first EV brand Afeela ahead of CES 2023

Joint venture with Honda offers Level 3 self-driving, full in-car entertainment

Sony Honda Mobility CEO Yasuhide Mizuno at the Afeela reveal: "We want to think outside of the box to revisit the underlying philosophy of vehicle design." (Photo by Natsumi Kawasaki)

NATSUMI KAWASAKI and SAYUMI TAKE, Nikkei staff writers

January 5, 2023 15:24 JST

Updated on January 5, 2023 17:27 JST

LAS VEGAS/TOKYO -- Sony Group's first-ever car will go heavy on cutting-edge tech, with self-driving capabilities powered by chips from Qualcomm and video game maker Epic Games tapped to collaborate on in-vehicle entertainment.

The Japanese entertainment giant unveiled the latest prototype of its electric vehicle and its brand name -- Afeela -- at a media event ahead of the CES 2023 consumer tech show in Las Vegas on Wednesday.